Economical routines mean UK bath and shower sales decline
This is not a completely negative thing , as consumers are also making the choice to use less water, but the sector is being hit by the desire to save money. According to a new Mintel report, the soap, bath and shower category has experienced declining sales over the past two years, falling from £660 million (€911m) in 2012 to an estimated £638 million (€881m) in 2014. The market researcher says this is down to consumers seeking more economical routines and saving money; and in some cases, as these routines may be greener, they also appeal. “Consumers have started to realise that being environmentally friendly can translate to money-saving and are making greener choices to benefit their own pockets,” says Charlotte Libby, Senior Beauty Analyst at Mintel. “ Changing consumer perceptions of taking a bath as being more costly or time-consuming than showering is essential to restore sales growth to the bath products segment .” Changing habits Mintel data shows that whilst one in five...